Samsung Mobile ties up with gossip site for handset promo

Activity includes a daily celebrity spotting competition, with one winner being given the chance to attend the Daily Mirror's Pride of Britain awards with the 3am reporters.

The campaign also includes strategic press and digital ads. It was brokered by MWorks, Samsung's retained ad agency, and Paul Hood, who is head of digital at the Mirror Group.

Anne-Sophie Frenove, channel marketing manager at Samsung Mobile UK, said: "This campaign is part of our overall strategy to put the consumer at the heart of our marketing campaigns and 3am is a perfect fit with the target audience for this handset so we expect the campaign to resonate well."